Daniel Yi: Sr. Global Digitial Director (Ecom and Digital Marketing) in Cypress, CA

• Provide leadership and direction to the team on all aspects of Ecommerce and digital marketing; effectively manage workload, vendors, and all projects. • Identify, recommend and execute strategies and initiatives to drive significant increased website traffic, conversion rates, revenue and profitability leveraging analytics and A/B test results across all customer journey touchpoints. • Build seasonal Ecommerce strategies and ensure all projects support the brand strategies, lead the business analysis of all programs and make changes to drive continuous improvement. • Create, manage and optimize the advertising budget and promotional calendar and manage and work with digital advertising agency, vendors and 3rd party partners. • Manage site enhancement plan and budget; work with in-house team and external vendors to achieve plan and brand goals. Identify opportunities and prioritize workflow for the maximum impact on business growth. • Own effective merchandising across the site, including product assortment, product presentation, product information, product page optimization, cross-selling and up-selling, product groupings, testing, and targeting. • Identify, test and execute best in class online user experience methodologies that drive engagement and conversion. • Oversee total ecommerce P&L and strategize to achieve top and bottom-line results. Develop the financial plan and expense budget that supports the business goals. • Oversee budget for all digital marketing channels (SEO, Paid Search, Paid Social, Affiliate, Display, Email, SMS, Organic Social, Influencers) to maximize opportunities and ROAS. • Provide analysis of key business metrics and site performance and evaluate ROI with key stakeholders to share learnings and present go forward strategy to drive business. • Oversee the launch of global ecommerce sites and ongoing delivery of sales and user engagement goals. • Drive the development and execution of Ecommerce launch strategy and all performance marketing efforts, customer experience and engagement and digital analytics.

• Launched and managed the ecommerce site for Weedmaps.com (store.weedmaps.com) built on Shopify. • Participated in the development and execution of strategic and tactical business plans with other members supporting the ecommerce strategy and execution. • Led CRM and retention strategies to drive engagement and repeat purchases; collaborated with ecommerce partner on e-newsletter content/communication. • Built and managed ecommerce marketing calendars to ensure maximum efficiency to drive revenue and manage the execution of the marketing/promotional calendar. • Applied my expertise in quantitative & qualitative analysis, data mining, and the presentation of data to see beyond the numbers and understand how our users interact with our core products and marketing efforts. • Fostered a data driven culture that leans hard of facts, actionable insights and knowledge to make its business decisions. • Championed an A/B test and personalization process to support the Product and Marketing teams and create an effective and on-going testing culture for the company. • Partnered with the Product and Engineering teams to solve problems, answer product questions, understand our users, identify trends and opportunities and assist with product roadmap. • Partnered with the Marketing team to understand the impact of their campaigns and optimize them for effectiveness. • Partnered with the Sales and Operations teams to provide pricing strategies, sales materials, and other analysis to increase revenue for the company. • Developed and implemented measurement frameworks for our product portfolio and marketing campaign efforts. • Managed development of data resources, gather requirements, organize sources, and support product launches/marketing campaigns.

• Collaborated with key stakeholders across the organization to build and own the website strategy and roadmap. • Possessed CRM mindset, to promote a culture of customer advocacy and focused on developing programs that enriched both high value customers and cultivated new ones. • Partnered with Marketing and Creative teams internally to develop and leverage content for promotion and on-site engagement, as well as utilizing events to drive awareness and on-site sales. • Developed and implemented technology roadmaps to strategically drive sales and conversions, enhanced customer experience, and continually elevate the site as a digital flagship destination. • Built, mentored and managed a team of Analysts and pushed for a data-driven culture, while serving as key advisor to the Loot Crate Executive Board. • Executed on data initiatives and led data projects to better understand our audience. Leveraged that data to grow the business, deliver personalized experiences. • Managed business KPIs synthesized from multiple sources including Product Managers, Engineering teams and functional group members. • Partnered with the Marketing team to optimize campaign efforts across all paid and organic marketing channels. • Created an in-house A/B testing team and culture and led the creation and completion of A/B tests and personalization and provided post-test analysis. • Effectively communicated and translated quantitative findings (storytelling with data) by providing recommendations to inform product decisions.

• Participated as an integral member in the release of the first Watch ABC iOS app and Watch ABC desktop site by providing tagging implementation and analytics reporting. • Leveraged data and analysis to optimize site performance for best user experience and conversion, partnering with business units to develop and execute A/B and multivariate tests to maximize all of Watch ABC, Watch ABC Family and Watch Disney products. • Recommend improvements to Disney ABC Television Group online products that aligned with overall company strategy and goals. • Communicated new developments and best practices in testing to the team and drove implementation of new functionality • Created an in-house video beaconing tool to capture detailed analytics, which provided insight into optimizing video content as well as the video product across multiple platforms. • Used analytical tools to understand onsite behavior, e.g. click through rates, heat maps, conversion analysis. • Provided insight on video analytics as well as product performance analytics for all Watch ABC, Watch ABC Family, Watch Disney Channel, Watch Disney XD and Watch Disney Junior website and app products and communicated opportunities or issues to business management. • Implemented a new tagging strategy and guided data requirements by working with other data management, analytic, technology and business groups within the company to ensure that the data needed was available for analysis across all Watch products. • Managed various analytic tools such as Omniture, comScore, Nielsen, Optimizely, Crazy Egg and HasOffers as well as the implementation and QA of these products across all platforms. • Collaborated with various groups in Disney ABC Television Group to help build a central data source for video consumption and website / app user behavior.

• Built and streamlined meaningful and digestible analyses. • Leveraged data to gain insight into trending, user experience and behavior in order to drive the appropriate web marketing strategy. • Measured site usability/effectiveness and provided actionable insights and recommendations based on data results and best practices. • Presented findings to stakeholders, ultimately contributing to business decisions within the marketing group. • Worked with various business units and vendors to gather and define analytics requirements for reporting requests and other web projects. • Quality assured of output developed by the technology teams and validated web reporting enhancements/changes (data validation, etc.) • Managed and executed projects that tracked and analyzed Toyota's web properties site performance, trends, click stream and paths to provide data driven business intelligence and improve online experience. • Recognized traffic patterns and identified/researched anomalies for a better understanding of site performance. • Identified and developed tagging specifications for new web content for Omniture - Site Catalyst data collection. • Assisted with developing an ongoing site optimization strategy including AB and Multivariate testing using Omniture Test and Target. • Validated web beacons firing and validated web data collection in various report suites in Omniture by testing various developed web sites for correct code implementation and advising the developers on improvements. • Effectively communicated analysis results and the importance of a web analysis to all internal and external clients.